Beruflich Dokumente
Kultur Dokumente
6, December 2011
Abstract—Mobile banking has marked itself as an emerging [4]. The last 4-5 years have proved to be fruitful, as
technology adopted by banks around the globe. The purpose of customers have shown interest towards technology usage.
this research is to identify the key factors of mobile technology The literature review suggests that there exists a gap in
adoption which influence customer satisfaction in Pakistan.
the analysis of new technology adoption in the area of e-
Questionnaires are used to conduct data collection and then
analyzed using statistical techniques: regression analysis, commerce in Pakistani banks. As customers are yet novice
correlation and factor analysis. The findings show that to the new technology so there is a lot more for banks to
customer’s concerns about security, authenticity and reliability exploit before offering the advance features of this
of the technology are of significance. The results imply that technology. The study is significant because of the need for
firms should focus upon IT application, innovative services, research on mobile banking and the impact of technology
security, customer trust and risk as these are the key indicators
adoption on customer satisfaction. Especially in Pakistan
of technology adoption.
mobile banking is a new area and there exists a need to
Index Terms—Customer satisfaction, mobile banking, analyze the critical aspects of technology adoption.
strategic endorsement, technological innovation. Furthermore, customer satisfaction has not been studied
specifically for banking sector firms with respect to
technology adoption. The study is significant at this initial
I. INTRODUCTION stage when State Bank of Pakistan has also released orders
Today, financial sector firms are competing to increase to all the banks to adopt the technology. Drawing on the
their profit share in the market. Among these firms, banks relevant literature and empirical implications of the study,
have radically shifted from traditional banking to branchless the author proposes the research question as follows: What
mode of banking. Adoption of latest technology has enabled are the dimension/factors affecting the adoption of mobile
banks to extend their customer base, where electronic banking to create customer satisfaction in Pakistan?
banking has proved to be the chief advancement. Mobile Based on the research question the study aims at
banking can be categorized as the latest advancement in investigating the dimensions of technology adoption that
electronic banking, which has widened customers’ access to influence customer satisfaction of financial institutions in
bank accounts through wireless channels. Mobile banking is Pakistan. According to [5]-[9] technology adoption is
a financial service where the bank customers perform dependent upon numerous factors. The dimensions
balance inquiry, credit transfer, and other businesses considered for the current study are organizational factor,
according to instruction sent through the mobile phone [1]. technological factor, strategic factor, functional factor and
From customers’ perspective adopting mobile banking economic factor based on the Technology Acceptance
services benefit in terms of convenience to perform banking Model (TAM) and Theory of Planned Behavior (TPB). The
transactions anytime and anywhere, with ease to use. study intends to identify which one among these factors
Security is ensured, as banking transactions are encrypted perceives significance with respect to customer satisfaction.
and password-protected [2].
Pakistan has a successfully growing economy as its
telecommunication industry has advanced tremendously in II. LITERATURE REVIEW
the recent years. Pakistan's mobile technology, which had Banking industry is driven by the technological
started to grow strongly over the last few years, rocketed to innovation, market uncertainty and competition. There has
95 million subscribers by June 2009 and is gearing up for been a rapid shift from traditional banking to electronic
further growth. The mobile population has been increasing banking. Competitive banks make significant investments in
at a remarkable rate 58% with six mobile companies adopting new technology to align business strategies, enable
operating in Pakistan, as reported by [3]. People belonging innovative functional operations and provide extended
to all income groups are using this technology as a result of customer services. The term mobile “refers to applications,
foreign investment in Pakistan and reduced which are designed for users on the move” [10]. Mobile
telecommunication rates. The encouraging prospect of device is commonly known as cell phone and users
mobile usage has led foreign banks of Pakistan to provide commonly use it for communication and as a wireless
mobile banking services to customers in the country. After delivery channel. Mobile banking is also known as M-
the multinational banks, numerous local banks have Banking or m-banking. According to [1] m-banking is
intended to initiate this service for their customers. State defined as “a form of banking transaction carried out via a
Bank has issued orders to these banks to facilitate poor mobile phone”. Moreover, it is defined as a “type of
people, especially the residents of earthquake-affected areas execution of financial services in the course of which -
within an electronic procedure- the customer uses mobile
Manuscript received October 9, 2011; revised December 12, 2011. communication techniques in conjunction with mobile
537
International Journal of Trade, Economics and Finance, Vol. 2, No. 6, December 2011
devices” [11]. The technologies generally used for mobile changing environments. With the passage of time and
banking are Interactive Voice Response (IVR), Standalone advent of technology, the size of organization’s business
Mobile Application Clients, Short Messaging Service (SMS) must increase to gain recognition and profit. Organization’s
and Wireless Application Protocol (WAP) [12]. size “refers to capacity, number of personnel, outputs
(customers, sales), resources (wealth)” as suggested by [19].
A. Human-Technology Adoption Model
The organizational structure of a firm plays a pivotal role in
The conceptual framework for the research is new technology service adoption. Centralized decision
incorporated from the research models used in the past. This making negatively affects the adoption of new technology
framework is designed to study the adoption of technology while, decentralized decision making helps to come up with
and behavioral intention of users. As proposed by [13] the more creative and innovative ideas [8]. Mobile banking is in
Technology Acceptance Model depicts that perceived the growing phase of the organizational life cycle. Banks
usefulness and perceived ease of use determines an follow different programs related to organizational
individuals’ intention to use a system. Adoption of a development like employee training and development and
technology in customer’s point of view is the ease and hiring IT professionals, and competent staff is recognized
usefulness he considers to avail from it. Similarly, Task- by their expertise and qualification [20].
technology Fit model “focuses on the match between user Firms with proficient organizational structure establish its
task needs and the available functionality of the IT” [14]. economical base to adopt a technology. According to [21]
Technology innovation bridges the gap between customer's organizational factor is concerned with the organizational
expectation and their perceived experience of performance. structure, the firm’s culture and management style as well as
The technology advancement increases the usefulness which the flow of information. The criteria mentioned above form
leads to higher customer satisfaction. Reference [15] major portion of the organizational factor that immensely
proposed that Delone and McLean IS success model is a affects the organization’s services and its customers.
“framework for IS success measures that distinguishes According to [22] organizational culture is the social tie in
system quality, information quality, user satisfaction, use, which the employees operate, and share ideas with each
individual impact and organizational impact” [16]. other. This social connection builds up the idea that the
Furthermore, the theory of planned behavior is a theory departments or units operating in a firm are the core
about the link between attitudes and behavior of customer. foundations which promote advancement. Financial
The model assumes behavioral intention to use as customer institutes like banks need to create their unique identity in
satisfaction determined by usefulness, risk and trust. the mind of customers because they offer almost the same
Based on the literature related to, Theory of Planned kind of services. The display of corporate image in the
Behavior (TPB) [6] and Innovation Diffusion Theory [7], E- market requires robust organizational policies and structure.
banking Services Evaluation Criteria [8], Task-technology Literature suggests that in banking sector, firms need to pay
Fit model Technology Acceptance Model (TAM) [13], major emphasis on customer satisfaction and quality of
Delone and McLean IS success model (DMISM) [15], the service to define the difference between their bank and
current study extends its applicability in context to mobile competitors.
banking adoption. H1: Higher level of organizational flexibility associated
B. Customer Satisfaction with mobile banking adoption, leads to higher level of
Customer satisfaction measures how well a product or a customer satisfaction.
service supplied by a firm meets customer expectation. E. Technological Factor
According to [2] “ease of use, security, low transaction Increasing complexity of technology reduces the adoption
costs, and wide applicability of the solutions increase of technology and makes it costly for the firm to implement.
perceived customer value and should be managed by mobile Higher technological innovation with reduced complexity is
payment solution provider”. Numerous researchers have profitable for adoption of mobile banking as well as it
investigated perceived usefulness and perceived ease of use increases the trust of customers on the service provider thus
as a valid construct to measure customer satisfaction level increasing customer satisfaction [23].
[1], [6], and [17]. Mobile banking is adapted by the banks as Comparatively traditional banking system incorporated
means to provide customers swift and easy access to their tedious authentication and verification methods which
bank accounts. Customers adopt a technology when they required the customer to visit the bank personally. This
find it easy to understand and implement. According to [1] activity consumed time of the customer as well as the
and [18] perceived usefulness has a positive effect on the service provider, increasing the cost and complexity and
behavioral intention to use mobile banking. reducing profit. Technology innovation has reduced the
C. Hypothesis Development requirement of staff at the branch, thus reducing the salaries
Review of the previous studies has suggested the given to them. The office setup required and other utilities
formulation of theoretical foundation for the current study. are removed, thus saving firms investment, which is now
The study examines the key dimensions of TAM and TPB used to establish computer infrastructure that operates
model, which are following factors of mobile banking automatically under the supervision of few skilled IT
adoption. professionals, saving time and money [17]. Mobile banking
as provides the facility of entity authentication which means
D. Organizational Factor “users should be sure that they are communicating with the
Competitive organizations actively adapt to their real bank, before sending sensitive information to it; banks
538
International Journal of Trade, Economics and Finance, Vol. 2, No. 6, December 2011
should know the identity of a user before processing its G. Functional Factor
transactions”. Functional aspect of service provision to customers, in
Numerous researchers have followed the theoretical banking sector, is targeted to increases their interest and
construct of perceived characteristics of an innovation attract new customers. But to retain customers, the
established by [24] which was a part of his work on functionality offered must be reliable and timely. Similarly,
diffusion theory. According to the theory relative advantage, accessibility with respect to convenience is a vital issue for
compatibility, complexity, trialability and observability are the customers. Moreover timely delivery of service is also
the factors influencing adoption and diffusion of crucial or else it may cause anxiety in customers and a firm
innovations. According to [24] “more positively new users may lose them. Relationship service is the key factor that
perceive an innovation with regard to these five adds value to the service. Service provider must take care of
characteristics, the greater the likelihood that the innovation this issue in order to extend the adoption of mobile banking.
will be adopted”. On the basis of this, he further classified Trust, which is a crucial factor, can be linked to customer
the adopters into categories named innovators, early service. Through the use of FAQ’s and personnel contact to
adopters, early majority, late majority and laggards [25]. ensure reliability on the system can be created. The system
H2: Higher level of technological innovation associated must show full detail of the utility. Help material and
with mobile banking adoption, leads to higher level of printed material should be provided to customer.
customer satisfaction. Confirmation detail is one of the functionality which
F. Strategic Factor broadens the aspect of trust in customers. SMS alerts cater
the need to keep the customer updated with the bank
Customer loyalty and customer retention has importance
transaction.
over customer acquisition. The value of customer
Reference [21] suggested that “quality/operations
relationship management has become apparent in this
management, staff pay and promotions and staff training
competitive era of technological innovation. Trust is the
and evaluation” as managerial uses of customer satisfaction
backbone of any business [26]. The level of risk involved
measurement. The evidence suggests that the functional
varies with the nature of the product offering. The security
criterion of a service has a vital impact on the customer’s
issues are involved in customer authentication and
satisfaction level. Guidance is one of the critical features
authorization through all the stages of wireless transmission
which must be provided to the customer. Help centre
[8]. Reference [27] describes ease of use, transaction
provides proper navigation details through the system,
security, transaction accuracy, speediness, convenience,
which enables a user to gain full benefit from the utility.
time utility, provision of different personal services, social
Functional features like speed, interactivity, accessibility
desirability, usefulness, economic benefits, and user
and security are the desired deliverables of customers.
involvement as psychological factors associated with
Furthermore, feedback and complaint management are the
banking channel adoption.
service demanded for proper user satisfaction. Customer
Successful strategy in terms of customer retention or
inquiry service must be timely for customer satisfaction and
enhancement ultimately leads to the profitability. A stream
retention.
of research has argued that in banking sector, the strategic
Reference [5] suggested that functional diversification,
focus of banks is to remain competitive in order to retain as
service quality and versatility as well as efficiency of
many customers as possible [23] and [28]. They further
customer inquiry service as the key factors of measuring
added that retention of existing customers is more customer satisfaction. Furthermore, research shows that
economical compared to acquiring the new ones. Reference bank’s put in their best effort to sell different products and
[29] argues that “long-term customers also take little time of services to customers. Today’s customers desire quality
the company and are less sensitive to price changes”. Thus, products and services along value added benefits [28]. He
customer retention and customer satisfaction are the two further added that “improvement in communications
main prospects to be catered while designing firm’s strategy. efficiency, could have a significant impact on customer
Reference [21] prioritized service quality, competitive satisfaction and consequent behavioral intentions”.
differentiation, high profit/volume, and low price or cost as H4: Higher level of functional performance associated
market strategies. with mobile banking adoption, leads to higher level of
According to [30], degree of complexity and degree of customer satisfaction.
versatility in the organizational environment contributes to
the confusion in decision making. Uncertainty leads to H. Economic Factor
flawed decision making done by managers, which can be The important driving factor towards the adoption of
harmful for organization’s profitability. To avoid these technology advancement is the economic boost that it has
situations of changing circumstances, market assessment is brought to the setup. The recognition of mobile banking
essential. Reference [28] depict that social and technological service in m-commerce depends upon the cost effectiveness
changes have a great impact on the efficiency of banks. The introduced to the traditional banking system. Mobile
technological development in the market and banking offers customers reduced service charges than
communication system has compelled banks to develop traditional banking charges. This is an incentive offered by
strategic marketing practices. the banks to use the technology and to attract customers, to
H3: Higher level of strategic endorsement associated with increase their profit margin. Adopting technology-based
mobile banking adoption, leads to higher level of customer innovation can be costly as institutions require a complete
satisfaction. setup of computers, network coverage and skilled workers
539
International Journal of Trade, Economics and Finance, Vol. 2, No. 6, December 2011
to start up with. But mobile technology has an advantage Bank Limited is the pioneer bank which had started offering
over other innovations as it acknowledges the existing its services. The branches of these banks are selected on the
infrastructure available in the market. Mobile network basis of convenience sampling.
coverage provided by the telecom companies is used by the
B. Data Collection and Response Rate
banking sector to provide their services. To cope up with the
changing environment and to ensure provision of risk free The data is collected for empirical investigation in order
technology to customers, banks invest in establishing to identify the significance of the factors that affect the
measures to provide secure and reliable transaction of adoption of mobile banking services. The questionnaire for
money. Investment done to ensure security must be the study is developed according to likert scaling technique.
balanced with respect to the costs, as extra costs generally The respondents are asked to select the response for each
increase the cost of availing a service [31]. The statement in multiple item scale ranging from ‘strongly
repercussions of mobile technology are not necessarily agree’ to ‘strongly disagree’. Based on the literature review,
transformed into financial profits, but often passed to the two questionnaires are developed separately for bank
customer in the form of reduction in prices. The study employees and bank customers. The questionnaire
emphasizes that adoption of mobile banking enhances the developed for the employees is divided into two parts.
performance of a bank in terms of reduction in costs, such Initial questions are related to the demographic attributes,
as transaction, administration, and promotion cost [8]. followed by the questions regarding the factors of mobile
Economic cost is one of the biggest concerns for any banking adoption that affect customer satisfaction. These
technology adoption. Numerous technological questions are designed on the basis of the operational
advancements fail due to high expenses and operational definition of each variable which is discussed in the section
costs. Thus, technology having optimal expenses is of hypotheses formulation. The questionnaires are given to a
launched in the market and rapidly adopted by the sample of 230 bank employees and 230 bank customers.
customers. Evaluating customer satisfaction requires certain After a follow-up round, total of 150 usable responses were
dimensions to be considered. Level of service quality gathered from employees and 150 from customers.
determines customer satisfaction and improved service C. Econometric Model
quality has a positive outcome, but it must not exceed the An econometric model is developed for the study in order
expected profit margin. Therefore, creating long-term to testify the relationship between the dependent and
relations with customer through attention to needs, increase independent variables and to test the hypotheses relevant for
in service quality along with reduction in cost, leads towards the study. This is an integrated model, which is proposed on
improving firm’s overall performance [32]. Similarly, [6] the basis of the human-technology adoption models
added to the same concept that “perceived financial cost discussed in section 2.1.
will have a negative effect on the behavioral intention to use Customer satisfaction as a function of mobile banking
mobile banking”. The argument suggests that customer adoption can be depicted in the form of the following
satisfaction improves with reduced economic costs. equation.
Reference [33] stated customer satisfaction as the leading
indicator for business profitability. He further argues that CS= α0 + β1(OF) + β2(TF) + β3(SF) + β4(FF) – β5(EF) + ε
customer retention and penetration is the measure for
customer satisfaction level. where: α0-intercept, Customer Satisfaction-CS,
H5: Higher level of economic cost associated with mobile Organizational Factor-OF, Technological Factor-TF,
banking adoption, leads to lower level of customer Strategic Factor-SF, Functional Factor-FF, Economic
satisfaction. Factor-EF and ε-coefficient of error term.
540
International Journal of Trade, Economics and Finance, Vol. 2, No. 6, December 2011
Technological
H2+ C. Hypothesis Testing
Factor
The independent variables and the dependent variable are
aggregated and tabulated in SPSS for hypothesis testing.
Mobile Banking Customer
Adoption
Strategic
Factor Satisfaction The techniques used are as follows.
H3+
D. Factor Analysis
Functional
Factor H4+ The research incorporates factor analysis as criteria for
H5- validity. The analysis is consistent with [34] and [36].
Economic Confirmatory factor analysis is used for the measurement
Factor
criteria as used by [35] and [37] in their studies related to
Fig. 1. Conceptual Framework. mobile banking. The same method of analysis is conducted
to identify the strongest underlying factor of the dependent
variable customer satisfaction.
V. RESEARCH FINDINGS The Eigenvalues and sum of squares loadings for the
The findings are proposed on the basis of the following factors are displayed in TABLE II below.
analyses:
TABLE II: TOTAL VARIANCE EXPLAINED
A. Descriptive Statistical Analysis Initial Eigenvalues
Extraction Sums of
Squared Loadings
Organizational factor has a mean score of 0.70 and Component % of
Cumulati % of Cumulativ
standard deviation of 0.15. The results show the variance Total Varian Total
ve % Variance e%
statistic as 0.02. The normal curve is skewed to the right ce
with a skewness of -0.21 and kurtosis measure of -0.608. 1 2.396 39.929 39.929
The graph shows slightly negative skewness and positively 2 1.112 18.526 58.455
3 0.931 15.513 73.968 2.396 39.929 39.929
peaked curve. Strategic factor shows the highest average
4 0.884 14.729 88.696 1.112 18.526 58.455
value that is mean score of 0.82 and standard deviation of 5 0.361 6.023 94.720
0.17. It has skewness of -0.41 making it skewed to the right 6 0.317 5.280 100.00
side of the curve along with a kurtosis -1.0. The curve is flat Exaction Method: Principal Component Analysis.
and negatively skewed showing a variance of 0.02.
Economic factor has a mean score of 0.79, standard The results of principal component analysis indicate that,
deviation of 0.16 and variance of 0.02. The curve is skewed there are two factors whose Eigenvalues exceed 1.0. The
to the right with a skewness of -0.45 and flat with kurtosis - Eigenvalue of a factor represents the amount of the total
0.39. Customer satisfaction is the dependent variable in the variance explained by that factor. The two factors identified
research. It accounts for a mean score of 0.80 and standard in this study explain 58.45% of the total variance. The first
deviation of 0.14. It has a variance statistic of 0.02. The factor explained 39.92% of this variance. Similarly, the
curve is negatively skewed to the right with a skewness of - second factor explained 18.52% of the total variance. The
0.35 and peakedness of -0.58. The descriptive statistics is percentage of variance combines for succeeding variables to
displayed in TABLE I below. make up 100 % variance. The research incorporates
Kaiser’s criterion and Cattell’s scree test to extract the first
TABLE I: DESCRIPTIVE STATISTICAL ANALYSIS two factors. According to Kaiser’s criterion, factors with
Standard
Variable Mean
Deviation
Variance Skewness Kurtosis Eigenvalues of 1.0 and greater than 1.0 are extracted for
OF 0.706 0.154 0.024 -0.213 -0.608 further investigation. Two factors are identified for the
SF 0.823 0.169 0.029 -0.414 -1.089 factor analysis using the Eigenvalue criteria as followed by
EF 0.799 0.159 0.026 -0.458 -0.392 [34].
TF 0.804 0.171 0.029 -0.379 -1.052
FF 0.759 0.187 0.035 -0.470 -0.514 Furthermore, TABLE II shows the extracted sum of
CS 0.804 0.142 0.020 -0.352 -0.581 square loading for the two factors. The values are calculated
CS= Customer Satisfaction, OF=Organizational Factor, TF= Technological on the basis of the common variance, which is smaller than
factor, SF=Strategic Factor, FF= Functional Factor, EF=Economic Factor the total variance, incorporating 58.45% of variance.
Rotated sum of square loadings depict the distribution of the
B. Reliability Data Analysis variance after varimax rotation. Varimax rotation tries to
The collected data is verified for its reliability by maximize the variance of each of the factors, so the total
calculating the Cronbach’s Alpha. According to [36] the amount of variance accounted for is redistributed over the
alpha value more than 0.5, shows that the scale can be two extracted factors. The study incorporates principal
considered reliable. According to [28], the customer component analysis with varimax rotation. This method is
satisfaction with its determinants has good internal widely adopted as a reliable method of factor analysis [35],
consistency, with a cronbach’s alpha coefficient as 0.60. [37] and [38].
The results show that cronbach’s alpha ranges from 0.67 to Factor loadings for the extracted variables are represented
541
International Journal of Trade, Economics and Finance, Vol. 2, No. 6, December 2011
542
International Journal of Trade, Economics and Finance, Vol. 2, No. 6, December 2011
543
International Journal of Trade, Economics and Finance, Vol. 2, No. 6, December 2011
Nationals Consumer Survey,” presented at the 35th Hawaii [27] C. L. Goi, “Factors Influence Development of E-Banking in
International Conference on Systems Sciences, 2002. Malaysia,” Journal of Internet Banking and Commerce, vol. 11, no.2,
[11] Pousttchi and Schurig, Cited in: S. Sinkkonen, P. Laukkanen, M. 2006.
Kivijarvi, and T. Laukkanen. (2007). “Modeling factors of Consumer [28] D. Cohen, C. Gan, H. Yong and E. Choong, “Customer Satisfaction:
Resistance to Mobile Banking,” presented at the Proceedings of the A Study of Bank Customer Retention in New Zealand,” presented at
International Conference on Business and Information, Tokyo, Japan, the Commerce Division, Discussion Paper No. 109, 2006.
2004. [29] T. J. Healy, “Why You Should Retain Your Customers,” America's
[12] R. Tiwari and S. Buse, “Mobile Banking: The Mobile Commerce Community Banker, vol. 8, no. 9, pp. 22-26, 1999.
Prospects: A Strategic Analysis of Opportunities in the Banking [30] J. Child, “Managerial and Organizational Factors associated with
Sector,” Research project, University of Hamburg, Germany, 2006. Company Performance Part 11. A Contingency Analysis,” The
[13] L. Wessels and J. Drennan, “An investigation of consumer acceptance Journal of Management Studies, vol. 1, no 1-2, pp. 12-27, 1975.
of M banking,” International Journal of Bank Marketing, vol. 28, no. [31] J. Soroor and K.N. Toosi, “Implementation of a Secure
7, pp. 547-568, 2010. Internet/Mobile Banking System in Iran,” Journal of Internet Banking
[14] M. T. Dishaw and D. M. Strong, “Extending the Technology and Commerce, vol. 10, no.3, 2005.
Acceptance Model With Task-Technology Fit Constructs,” [32] P. Gritti, “Customer Satisfaction and Competencies: An Econometric
Information & Management, vol. 36, no. 1, pp. 9-13, 1999. study of An Italian Bank,” Master thesis, Dipartmento di Economia
[15] W. H. DeLone and E. R. McLean, “Information Systems Success: Aziendale and Dipartmento di Scienze Economiche H.P. Minsky,
The Quest for the Dependent Variable,” Information Systems Universita degli Studi di Bergamo, Italy, 2007.
Research, vol.3, no. 1, pp. 60-95, 1992. [33] R. Copercini. (2007). Calculating Financial Impact of Lean Six Sigma
[16] J. Iivari, “An Empirical Test of the DeLone-McLean Model of Projects. [Online]. Available:
Information System Success,” Database for Advances in Information http://www.isixsigma.com/index.php?option=com_k2&view=item&i
Systems, vol. 36, no. 2, pp. 8-22, 2005. d=334:&Itemid=49 (accessed 30 June, 2010).
[17] N. Lewis, A. Palmer, and A. Moll, “Predicting young consumers’ [34] H. Karjaluoto, M. Mattila, and T. Pento, “Electronic banking in
take up of mobile banking services,” International Journal of Bank Finland: consumer beliefs and reactions to a new delivery channel,”
Marketing, vol. 28, no. 5, pp. 410-432, 2010 Journal of Financial Services Marketing, vol. 6, no. 4, pp. 346–361,
[18] J. Aldas-Manzano, C. Ruiz-Mafe and S. Sanz-Blas, “Exploring 2002.
individual personality factors as drivers of m-shopping acceptance,” [35] K. S. Lee, “Factor Influencing the Adoption Behaviour of Mobile
Industrial Management & Data Systems, vol. 109, no. 6, pp. 739-757, Banking: A South Korean perspective,” Journal of Internet Banking
2009. and Commerce, vol. 12, no. 2, 2010.
[19] S. Borgatti. (2001). Organizational Theory: Determinants of Structure. [36] C. N. Sivanand, M. Geeta, and M. Suleep, “Barriers to Mobile
[Online]. Available: Internet Banking Services Adoption: An Empirical Study in Klang
http://www.analytictech.com/mb021/orgtheory.htm Valley of Malaysia,” Internet Business Review, vol. 1, no. 2, pp.1-17,
[20] G. Kim, B. Shin, and H.G. Lee, “Understanding dynamics between 2004.
initial trust and usage intentions of mobile banking,” Information [37] S. Sinkkonen, P. Laukkanen, M. Kivijarvi, and T. Laukkanen,
Systems Journal, vol. 19, no. 3, pp. 283-311, 2009. “Modeling factors of Consumer Resistance to Mobile Banking,”
[21] N. F. Piercy, “The effects of customer satisfaction measurement: the presented at the International Conference on Business and
internal market versus the external market,” Marketing Intelligence Information, Tokyo, Japan, 2007.
and Planning, vol. 14, no. 4, pp. 9-15, 1996. [38] Y. Malhotra and D.F. Galletta, “Extending the Technology
[22] M. A. Gillespie, D. R. Denison, S. Haaland, R. Smerek, and W. S. Acceptance Model to Account for Social Influence: Theoretical Bases
Neale, “Organizational Culture and Customer Satisfaction,” and Empirical Validation,” presented at the 32nd Hawaii
European Journal of Work and Organizational Psychology, 2007. International Conference on System Sciences, BRINT Research
[23] J. Pu¨schel, J. Mazzon, and J. Hernandez, “Mobile banking: Institute, University of Pittsburgh, 1999.
proposition of an integrated adoption intention framework,” [39] S. Han, “A conceptual framework of the impact of technology on
International Journal of Bank Marketing, vol. 28, no. 5, pp. 389-409, customer-supplier relationships,” Journal of Business and Industrial
2010. Marketing, vol. 12, no. 1, pp. 22-32, 1997.
[24] Rogers and Shoemaker. (1999). Communication of Innovations, [40] M. Khalifa and K. Ning Shen, “Explaining the adoption of
Product Management and Marketing Tools, © Bill Swinyard 1999, transactional B2C mobile commerce,” Journal of Enterprise
Crossing the Chasm: 2.0, [Online]. Available: Information Management, vol. 21, no. 2, pp. 110-24, 2008.
http://marketing.byu.edu/download/chasm.ppt [41] S. Laforet and X. Li, “Consumers’ attitudes towards online and
[25] P. Cruz, L. Neto, P. Mun˜oz-Gallego, and T. Laukkanen, “Mobile mobile banking in China,” International Journal of Bank Marketing,
banking rollout in emerging markets: evidence from Brazil,” vol. 23, no. 4/5, pp. 362-80, 2005.
International Journal of Bank Marketing, vol. 28 no. 5, pp. 342-371,
2010. Zohra Saleem is Lecturer at Management Sciences Department
[26] S. Shariq, “Internet Banking in Pakistan,” Master thesis, Business COMSATS IIT, Abbottabad Pakistan.
Administration, Dept. Business Administration and Social Sciences, Kashif Rashid is Associate Professor at Management Sciences
Lulea University of Technology, 2006. Department COMSATS IIT, Abbottabad Pakistan.
544